Titan: Bi-lingual Transmissions

By Glen Fest

DALLAS–In a campaign targeting both the general and Hispanic markets, Publicis/Bloom here will break regional TV and radio work today for Titan Auto Insurance of San Antonio.

The English and Spanish 30-second TV spots are the first of several commercials that will build Titan’s brand in existing Southwest markets, according to the agency. Sixty-second radio ads are also part of the mix as the company enters other regional markets throughout 1997, said Publicis/Bloom senior principal and director of client services Mark Bateman.

The ads are the first produced by the agency for Titan since it won the estimated $5 million account in January.

Each ad incorporates the ‘Titan Up’ line that also serves as the signature of the client’s toll-free number (1-800-TITAN-UP). Various placements of the number on bus stops, billboards and a dog-chewed Frisbee are featured in the spots along with a reworked 1968 song, ‘Tighten Up,’ by Archie Bell and The Drells.

The Hispanic ads were developed with the help of the affiliated Siboney USA-Publicis/Bloom office here. There are subtle visual differences between the general and Hispanic TV ads, such as a woman dancing and holding a sign for Hispanic viewers: ‘ll‡manos,’ or ‘call us.’

The TV commercials will run on a spot and cable basis, primarily in San Antonio, Las Vegas, Denver, Albuquerque, N.M., and Phoenix. The ads will carry over into Titan’s later expansion into the North Central and Southeastern U.S., including Grand Rapids and Flint, Mich., plus Tampa, Fla. Titan already operates in six states and has plans to add four to six new markets in 1997.

Titan’s previous shop was San Antonio’s KJS Marketing Communications Solutions.

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